Author: Bradley Martinez
Spark Progress…
During the past 100 years, Converse has been committed to the shoe’s continual reinvention. This is evident in design and materialisation, where the Chuck Taylor All Star has been the natural starting point for a number of fabric and construction experiments.
Converse Renew, emblematic of a new era of Converse design, takes on the challenge of, and finds solutions for, product creation using post-consumer and post-industrial waste.
It blends a new approach to materials with inventive new methods of manufacturing with a singular aim: develop new and more sustainable ways of making Converse icons.
Renew Canvas: the same feel and look as traditional Converse canvas, except now made from 100 percent recycled polyester that came from used plastic bottles.
Renew Denim: using an in-house upcycling process, denim jeans that were diverted from landfills serve as the first example of Converse’s capacity to turn single-source upcycled textiles into a Chuck Taylor All Star or Chuck 70.
Renew Cotton: this proprietary process transforms cotton canvas waste from the manufacturing process to create a composite 40 percent recycled cotton with polyester to form a new yarn.
Future seasons will see the exploration of more recycled blends.
Last month Nike and ourselves hosted the comeback of the Nike Air Max Tailwind IV for the first time since 1999 in Paris. The model was a huge hit in the French capital and was only right to host a celebratory function where the silhouette was hugely admired.
In addition, this coincided with our very own 1 year anniversary since we first opened our doors in Paris. Celebrating our new home and the people we’ve met and served and engaged with along the way.
Within the Air Max Tailwind IV roll out, we partnered with Paris creative agency Yard to photograph locals who welcomed our store and some who work within the Le Marais district. Each portrait were taken outside their workplace or favourite place to be at wearing the up and coming colourways including the original and in turn the background were images of the Parisian area to create a fly poster style image.
The event was held in a loft space to be focused around a house party environment, including a bar, sofa and tables to give off the Parisian style home environment. The posters of each person involved within the campaign were showcased as well as the Air Max Tailwind IV’s. 5 DJ’s including our very own Cherry B and Clems provided the music and Paperboy produced the food for the night.
A host of lucky winners from entering on the Nike SNKRS app were also in attendance to pick up their pair of Air Max Tailwind IV as well as extras. Moreover, the event was filled with good vibes and energy and the Paris team certainly enjoyed their time!
Thank you to all who come and celebrated at the event.
#TEAMFP
On Friday 21st June 2019, we partnered with Nike to host a launch event for the Nike Air Max 90 QS ‘Side A & Side B’ release.
Over the years, the Air Max 90 model has gone through a host of iterations with the silhouette being a catalyst of updated technology such as hyperfuse, flyknit as well as an Ultra version.
The ‘Side A & Side B’ release took inspiration from some of the most sought-after 90 releases over the past decade. A combination of classic and premium materials as well as written details make up an Air Max 90 filled with nostalgia.
We partnered up with Nike and Breaks Agency to host an event in London, Soho to commemorate the inspiration behind the both iterations. Hosted in Soho’s Phonica record store, we had 5 DJs go back to back and an opening set from Noire, respectively.
In addition, we photographed Lucy and Oneman who are 2 of the 5 DJ’s involved, wearing the Nike Air Max 90 QS ‘Side A & Side B’.
Thank you to all who come and celebrated at the event. #TEAMFP
